The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
But iPhone owners use their devices much more than Android owners, Experian finds.
The typical smartphone user spends 58 minutes on her device every day, engaging in a wide variety of mobile activities, according to a survey from marketing firm Experian Marketing Services, a division of Experian plc.
She spends 26% of that time talking on the phone, 20% texting, 16% social networking, 14% visiting web sites, 9% reading and sending e-mails, 8% playing games and 9% doing other activities, Experian says. The total exceeds 100% due to rounding.
Breaking down the numbers into iPhone users and Android smartphone users paints two very different pictures. The typical iPhone owner uses her smartphone for one hour and 15 minutes every day while the typical Android smartphone owner uses her device for 49 minutes a day, Experian finds. Android users spend more of their phone time talking and less time sending texts or e-mail than iPhone users, although they play games and use social networking at similar rates as iPhone users.
Following is the mobile activity, the percentage of daily time spent on that activity by the typical iPhone owner, and the percentage of daily time spent on that activity by the typical Android smartphone owner:
- Talking, 22%, 28%
- Texting, 22%, 16%
- Social networking, 16%, 16%
- Visiting web sites, 12%, 16%
- Sending and reading e-mails, 10%, 8%
- Playing games, 8%, 8%
- Conducting other activity, 10%, 8%
Because retailers consistently report much higher traffic and sales from Apple devices than Android devices, it may surprise some that Android users spend a greater share of their daily smartphone time visiting web sites. However, Android users spend a greater share of a significantly smaller amount of total time when compared with iPhone users. To translate the shares into minutes, Android smartphone owners spend on average 7.8 minutes a day visiting web sites while iPhone owners spend on average 9.0 minutes a day on web sites. So Apple users actually make greater use of the mobile web than Android users.